Sramana Mitra: You’re talking about inter-departmental bridging essentially. You are talking about CRM servicing the closing of the deal in sales and then you’re introducing a bridge into professional services on actually implementing the deal. There’s a project management and staffing that you’re now bringing into the CRM workflow.

Avinoam Nowogrodski: Absolutely, you got it 100%. This is really building the bridges between departments. Let me give you another example of a bridge that we built. Think about a case that is coming from a customer that requires work in R&D because they were asking for an improvement that we have accepted or somebody has accepted to do for them. As a result of this ticket that comes from a customer, there is work that is to be done within R&D that creates a project. The progress of the project is basically the resolution of the case. So you have the support and R&D department that are working together and this serves as a bridge between support and R&D. This is another bridge that we built.

Sramana Mitra: The bottom line, in terms of synthesizing what you’re saying, is that you’re going across these different departments creating the bridges of the workflow and the relationships amongst the people, documents, and workflow.

Avinoam Nowogrodski: That’s right. That is what we do. Furthermore, beyond the fact that those bridges are being built between the companies because there is a workflow, we facilitate the collaboration aspect of it in context of the workflow. This gets to be even more powerful because once you discuss about the case between support and R&D, all those conversations can be done in context of the case. This is where collaboration really serves the purpose of getting results. It’s not just that you send emails. You send conversations in context of promoting the case life cycle.

Sramana Mitra: Help me understand how you position in the competitive landscape. This is a story that we’ve heard before in other terms and languages. I’ve worked with SAP. SAP had ideas about collaboration. It’s not the first time we’re hearing this story. Maybe it’s one of the first times that you were doing a good job of implementing it using modern technologies that take advantage of the social media aspects.

Avinoam Nowogrodski: First of all, you are absolutely right. We have heard those stories from the dawn of time. This has always been a challenge for many companies.